Goodway Group
Goodway Group is an independent media and growth partner that connects digital media investment to real-world commerce outcomes for enterprise brands, retailers, multi-location businesses, and independent agencies via its GOES™ AI-powered media intelligence platform.
- Company typePrivate
- Founded1930
- HeadquartersNew York, United States
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Goodway Group does
Goodway Group is an independent media and growth partner that connects digital media investment to real-world commerce outcomes for enterprise brands, retailers, multi-location businesses, and independent agencies. Founded around 1930 and headquartered in New York with approximately 300-350 employees, the company operates four integrated revenue streams: managed media services (planning, activation, and measurement across programmatic, paid search, paid social, retail media, CTV, audio, and display), consulting services through its Overline subsidiary, a self-service DSP platform offering barrier-free access to enterprise demand-side platforms, and retail media network services for retailers building or scaling their own RMNs.
The company's technical core is GOES™ (Goodway Outcome Engineering System), an AI-powered media intelligence platform that executes the proprietary Outcome Engineering™ methodology across Discover, Design, and Deliver phases. GOES™ incorporates nine proprietary tools (Brand Compass, Scenario Planning, Passport One, RealValue, TriangulateLift, GoodLook, Competitive Insights, Outcome Blueprint, Unified Intelligence) and integrates with Optable's clean room infrastructure and Anthropic Claude-powered agentic AI workflows. The platform connects to 25+ external systems including The Trade Desk, LiveRamp, Walmart Connect, Amazon Ads, Kroger, Albertsons, Dollar General, Publix, Target, Instacart, Criteo, and research platforms (Nielsen, YouGov, Circana). Passport One™ covers 85% of U.S. households (126M+ homes, 300M+ consumer profiles), and the Goodpath media buying methodology delivers 28% more working media on average.
The go-to-market combines direct enterprise field sales (with dedicated teams acting as client extensions), a channel partner program for independent agencies, and self-service platform licensing. Named enterprise clients include Dollar General, Publix, Staples, Subaru, Mars, Dell, Fleet Feet, My Eye Doctor, Stella Rosa (Riboli Family Wines), Unleashed Brands (Urban Air, Sylvan Learning, The Little Gym), and SiteOne Landscape Supply, with 1,500 active franchisee/location clients across 10 national brands. The company is privately held, led by CEO Paul Frampton-Calero (appointed 2024, previously led a global media agency organization) with founder Jay Friedman serving as President/advisor, and has been named to Ad Age Best Places to Work for six consecutive years (2021-2026).
Goodway Group firmographics
Firmographics- Name
- Goodway Group
- Legal name
- Goodway Group, Inc.
- Website
- https://goodwaygroup.com
- Company type
- Private
- Founded year
- 1930
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Goodway Group is an independent media and growth partner that connects digital media investment to real-world commerce outcomes for enterprise brands, retailers, multi-location businesses, and independent agencies via its GOES™ AI-powered media intelligence platform.
- Ownership category
- akta.pro rank
Goodway Group industry classification
Industry- Product category
- Digital Media Services
- NAICS
- Media Buying Agencies (54183), Computer Systems Design and Related Services (54151)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Marketplace Enablement, Seller Tools & E-commerce Infrastructure (BPAMAGAK)
Keywords
Where Goodway Group is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Goodway Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Managed Media Services: Full-service media planning, activation, and measurement across programmatic, paid search, paid social, retail media, CTV, audio, and display. Services include campaign execution, optimization, and reporting with 100+ certified buyers.
- Consulting Services: Strategic consulting practice through Overline, helping retailers and brands evolve operating models, data strategy, and organizational design. Includes marketing transformation and AI integration guidance.
- Self-Service DSP Platform: Agency-owned platform licensing for The Trade Desk, LiveRamp, or Walmart Connect with full data management control, hands-on onboarding, and ongoing support from certified experts.
- Retail Media Network Services: Services for retailers building or scaling their own retail media networks, including strategy, pre-planning, tech enablement, and operational support for RMN development and monetization.
Go-to-market motion3 records
Distribution channels4 records
Marketing channels4 records
Goodway Group product offering
Product offeringCore offering
Goodway Group provides managed digital media services through its Connected Commerce offering, which unifies Commerce, Connection, and Consulting capabilities to connect digital media investment to real-world store outcomes and revenue for commerce brands, retailers, multi-location operators, and independent agencies. Services span full-funnel planning, activation, and measurement across programmatic, paid search, paid social, retail media, CTV, audio, and display, executed through 100+ certified buyers and powered by the proprietary GOES™ AI media intelligence platform. The company also licenses Self-Service DSP access and offers consulting through its Overline subsidiary.
Product overview
Goodway Group is an independent media and growth partner offering a platform-plus-methodology architecture centered on Connected Commerce. The core offering combines three integrated capabilities—Commerce (outcomes-focused linking media to store visits and revenue), Connection (full-funnel media alignment), and Consulting (organizational transformation)—powered by the proprietary GOES™ AI platform. GOES™ incorporates nine specific tools (Brand Compass, Scenario Planning, Passport One, RealValue, TriangulateLift, GoodLook, Competitive Insights, Outcome Blueprint, Unified Intelligence) that execute the Outcome Engineering™ methodology across three phases: Discover, Design, and Deliver. Supporting the core platform are modular services including Self-Service DSP (demand-side platform access), Walmart Connect (retail media activation), Overline Consulting, Measurement, Media Activation, and Dynamic Creative. Service delivery operates through three engagement models: Operating Partner (full-service ownership), Executional Support (augmented staffing), and Strategic Advisory (consulting engagements). The Goodpath methodology underpins programmatic operations, delivering transparency and efficiency gains.
Differentiator
Problem solved
Functional benefit
Brands
- GOES™: AI-powered media intelligence platform that powers the Outcome Engineering methodology, providing audience design, scenario planning, real-time optimization, and performance measurement capabilities.
- Outcome Engineering™
- Goodpath
- GoodLook™
- Passport One™
Quantifiable outcome
- Up to $9.78 ROAS on retail media campaigns
- +7 more outcomes
Companies that use Goodway Group
Customer profileNamed customers16 records
Segments5 records
Ideal customer profiles4 records
Goodway Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration27 records
AI capability9 records
Feature10 records
Goodway Group partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core, key and standard.
- OptablecorePartnership to bring agentic advertising capabilities to the connected commerce ecosystem. Optable powers Goodway Group's audience solution with identity, signals, and agentic workflows, enabling connection of transaction-based identifiers directly into Goodway's media ecosystem. The platform is already in use by more than 70 Goodway Group team members, allowing for closed-loop measurement and more accountable media tied to real business outcomes. Built on Optable's unified data infrastructure including clean room capabilities and AI agents powered by Anthropic's Claude.
- Unleashed BrandscoreGoodway Group selected as strategic digital media partner to support connected commerce and measure in-location franchise performance. Partnership launched with Urban Air Adventure Park (Unleashed Brands' largest brand) before extending to Sylvan Learning and The Little Gym, with goal of linking national and local media investment to physical location outcomes. Scalable model designed to expand across Unleashed Brands' portfolio of youth enrichment brands.
- SiteOne Landscape SupplykeySiteOne Landscape Supply, the largest wholesale distributor of landscape supplies in the United States, selected Goodway Group as its paid media strategy partner to drive measurable business outcomes. Partnership focuses on brand awareness, revenue growth, and customer engagement through full-funnel media program, aiming to modernize SiteOne's media strategy and expand its market footprint.
- The Trade DeskkeyDeep partnership with The Trade Desk for programmatic advertising capabilities. Goodway represents The Trade Desk's platform in the long tail and provides comprehensive training and onboarding through self-service model led by certified experts.
- LiveRampkeyPartnership for identity resolution and data connectivity enabling improved targeting and measurement across channels.
- Walmart ConnectkeyOfficial Walmart Connect partner providing brands access to Walmart's retail media network for on-site and off-site advertising with closed-loop measurement.
- Amazon AdskeyAccess to Amazon's advertising platform for retail media and commerce capabilities.
- KrogerkeyPartnership for Kroger's retail media network access and commerce data capabilities.
- AlbertsonskeyPartnership for Albertsons retail media network access.
- Dollar GeneralkeyPartnership for Dollar General's retail media network with proven results including $9.78 ROAS.
- PublixkeyPublix has consolidated shopper marketing program under Goodway Group as agency of record.
- TargetkeyPartnership for Target's retail media network access.
- CriteostandardPartnership for commerce advertising and retargeting capabilities.
- InstacartstandardPartnership for Instacart's retail media and commerce capabilities.
- Overline ConsultingcoreConsulting practice powered by Overline provides strategic consulting for retailers and brands to evolve operating models, data strategy, and organizational design.
Scale indicators9 records
Recent moves7 records
Expansion highlights6 records
Goodway Group competitors and assessment
Company assessmentEmerging players
- Optable: Unified data infrastructure and clean room platform powering Goodway's agentic AI capabilities. Emerging player in the data collaboration layer that is enabling Goodway's competitive differentiation, but could also emerge as a standalone competitor in audience activation.
- The Trade Desk: Independent DSP and ad tech platform that is a key technology partner of Goodway, but also increasingly building agency-adjacent capabilities. Represents both a collaboration opportunity and a potential disintermediation risk for Goodway's Self-Service DSP offering.
Broad incumbents
- GroupM (WPP): World's largest media investment group, housing agencies like Mindshare, Wavemaker, and Essence. Competes with Goodway on enterprise commerce media plans at much greater scale, with broader data and tech infrastructure but holding-company structural disadvantages.
- Merkle (Dentsu): Large data-driven performance marketing agency within Dentsu, with deep identity, CRM, and retail media capabilities. Competes with Goodway's Overline consulting and connected commerce practice for enterprise data and commerce transformation work.
- Stagwell (Assembly): Publicly traded challenger holding company with significant media and digital commerce capabilities through Assembly and other agencies. Represents the hybrid model Goodway is sometimes compared against — independent culture with scale benefits.
Direct peers
- PMG: Independent media and technology company with proprietary Alli platform for cross-channel media management. Closely comparable in independent positioning, proprietary tech investment, and enterprise commerce/retail client focus.
- Wpromote: Mid-to-large independent digital agency offering media planning, activation, and analytics across paid search, programmatic, and retail media. Directly competes for the same enterprise commerce brand budgets with similar service-plus-tech positioning.
- Horizon Media: Largest independent media agency in the U.S. with similar enterprise client roster, programmatic capabilities, and continued investment in proprietary media technology. Comparable operating model and independent structure.
- Brainlabs: Independently owned digital media agency with strong programmatic and data science capabilities, serving similar enterprise commerce and CPG clients. Comparable in size, independent positioning, and emphasis on AI-driven media optimization.
- Tinuiti: Large independent digital marketing agency with comparable commerce, retail media, and programmatic capabilities, similar enterprise CPG and retail client base, and overlapping self-service platform offerings. Closest head-to-head independent competitor to Goodway's Connected Commerce model.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat7 records
Key risks6 records
Key highlights7 records
Customer concentration
Goodway Group social profiles
Digital presenceGoodway Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Goodway Group leadership team
Management profileNumber of profiles
Profiles7 records
Goodway Group subsidiaries and ownership
Company hierarchySubsidiaries3 records
Goodway Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Goodway Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Goodway Group
What does Goodway Group do?
Goodway Group provides managed digital media services through its Connected Commerce offering, which unifies Commerce, Connection, and Consulting capabilities to connect digital media investment to real-world store outcomes and revenue for commerce brands, retailers, multi-location operators, and independent agencies. Services span full-funnel planning, activation, and measurement across programmatic, paid search, paid social, retail media, CTV, audio, and display, executed through 100+ certified buyers and powered by the proprietary GOES™ AI media intelligence platform. The company also licenses Self-Service DSP access and offers consulting through its Overline subsidiary.
Is Goodway Group a public or private company?
Goodway Group is a private company. It is classified as management employee owned and is currently operating.
When was Goodway Group founded?
Goodway Group was founded in 1930. It employs 251 to 500 people.
Where is Goodway Group based?
Goodway Group is headquartered in New York, United States, in the North America region.
How does Goodway Group make money?
Four revenue lines are on record. Managed Media Services are the primary driver. The others are consulting Services, self-Service DSP Platform and retail Media Network Services.
Who are Goodway Group's main competitors?
Emerging players on record are Optable and The Trade Desk. Broad incumbents are GroupM (WPP), Merkle (Dentsu) and Stagwell (Assembly). Direct peers are PMG, Wpromote, Horizon Media, Brainlabs and Tinuiti.
Does Goodway Group have an API?
No public API is recorded for Goodway Group.
What industry is Goodway Group in?
Goodway Group's product category is Digital Media Services. Its primary akta.pro industry code is BPAMAGAK, Marketplace Enablement, Seller Tools & E-commerce Infrastructure. Its NAICS code is 54183 and its SIC code is 7370.